session 2 outline presentation.final
DESCRIPTION
Next steps presentation IGA conference Indiana 4/22/10TRANSCRIPT
SOCIAL MEDIA
Next Steps
The Numbers
The numbers still justify your decision to utilize social
media tools
45 million Tweets/day
400 million active users on Facebook (FB)
FB’s new ―like‖ tool expected to prompt 1 billion likes in
24 hours
Platforms gaining popularity
More of your target audiences now are participating
You have signed up – What’s next?
As the numbers continue to rise, the opportunities increase
Expanding numbers, but more focus available, too
As people learn to search
As more geo-location and other tools are offered
BUT…your time doesn’t increase
87% of new Twitter users tweet 3x and quit
Monitoring and updating consistently challenging
No time to post FB updates?
Trouble keeping up?
Take Action – go back to start
1. Listen (again)
2. Plan (more carefully)
3. Engage (more thoughtfully and collaboratively
4. Assess
5. Plan
6. Engage
7. Keep listening
Overview
3 quick case studies today
Integrating tools
Simple solution from a larger CF
Fund raising campaign using social media
Enhancing what you are doing now
More thoughtful planning geared to your goals and
calendar
Orange County Community Foundation
Example of integrating tool use
Case Study 1
Using tools collaboratively
Use tools in a complementary fashion
To source content
e.g., Use Twitter and Google keyword searches to find
content for your Facebook postings
To promote your content
Drive traffic from Twitter to your website and to Facebook
To gain visibility/awareness
An example…
Integrating tool use
1.
2.
Integrating tool use, con’t.
3.
Grant County Community Foundation
Example of fund raising campaign using social media
Case Study 2
Plan first, make it a habit
Avoid feeling overwhelmed
Before you do anything else
Know why you are doing it now – write it down!
What do you hope to accomplish?
Measurement – see @kdpaine
Have a plan moving forward—strategy and tactics
Refer to your core planning docs
Have a calendar
Share the duties
Have fun!
Integrating SM efforts with your
communications plan
If you have a plan, social networking should just complement it
Same key messages
Just more channels, creativity/interaction
If you don’t have a plan, your efforts to be message-focused and audience-focused can help you be more strategic
Following example …
Content - Enhancements
How to Improve YOUR Efforts
Biggest challenges
Content
Consistency
Solve by top-loading your efforts
Brainstorming backup content ahead of time
Store your tweets for delivery later
FutureTweets, su.pr, hootsuite
Make clear personnel assignments/teams
LIVE by your calendar
Who will do it and when?Channel/tool Lead Timing/task Dates due Completed
Facebook Rhonda Post once/week
and monitor
responses
Week 1: Jan 5
Week 2:
done
Twitter Org Jamal Monitor,
Post/respond/
Retweet
Daily – ½ - 1
hour
Twitter CEO Melissa Post/respond/
RT
FourSquare,
Streetmavens
Courtney Add venue only
for awareness
Jan 1 done
Wordpress
blog
Week 2: Courtney
Week 3: Guest
(Courtney leads)
Week 4: Jayson
Bi-weekly/blog
Tweet to promote
blog: Courtney
YouTube Courtney Bi-weekly:
Monitor
subscriptions
Week 1: Jan 6
Week 3: Jan
20
done
Brainstorming Content – begin with key
messages and key wordsWho are we What do
we do
Who do
we fund
Where
are we
located
When are things
happening
What are others
doing (RTs, etc.)
Nonprofit Research
and know
nonprofits
Name
types of
NPOs,
name
communiti
es
local deadlines Grantee news
We will be
here forever
Help
donors
and
charitable
orgs do
good
work
Great
nonprofits;
community
issues
Serve
these
communiti
es
Community events Colleague news-
other CFs
Community news
Seasonal Brainstorming ContentJan Feb Mar April May June
Seasonal,
keywords
New year,
integrity, ―I
resolve,‖
saving
Valentines
Day, Love,
forever,
caring
Spring
cleaning,
thinking of
future,
planning
Volunteer
week,
convener,
joining
forces
Summer’s
coming,
anticipation
, fun
Vacation,
summer
camps,
grantees,
community
Week 1 Some
foundation
history;
history of
Leveraging
other
resources to
maximize
impact $
Week 2
Week 3
Other
Lead
(DONE)
Sample tactics for growth
Follow list of 60 CFs from @melaudette and listen
Begin your own grantees list on Twitter
Let existing constituents know where you are (traditional routes, first)
Give, RT, discuss, give it personality
Make FB posts interesting, fun to read, multi-media (Flip Camera); encourage engagement
Set benchmarks to measure effectiveness and check them; adjust
Team Blogging
You can share the work, as long as it is clear who is
writing
Suggest you have a ―person‖ identified behind the org
Some CFs are posting on Twitter as the person (CEO), most
as the org
If you are a person, i.e., yourself, then people feel more
connected to you; hard to have a convo with an entity
On blogs, many simply identify the poster; gives opportunity
for guest bloggers from outside the org (example: Hetrick)
The Dallas Foundation
Simple solution for a larger community foundation
Case Study 3
The Dallas Foundation
80 years old; 20 with staff
175 M
300 funds
12 staff
Began SM last year
Only Facebook
One person manages—1/2 to one hour/day
At least one post per week
Dallas’s protocols for posts
40% internal news
Staff changes, grants given
40% external news
Dallas events
Check Twitter for philanthropy news
20% interactive
Dallas’s goals and outcomes
Engage new constituents
They can easily be searched on FB
Demonstrate expertise
Posts, e.g., of their collaborative efforts
Manage with a lean staff
They have one appointed person
Team-think posts
Open a digital dialogue with the community
They are tweeting from community events, about board member honors
Managing the work
The Dallas Foundation say they post typically one time per week on Facebook (only—no Twitter)
They determine what they want to post each week at their staff meeting
They monitor daily and respond appropriately
Both Dallas and Victoria talk among themselves to determine appropriate responses to posts
The number of posts should depend on the quality and timeliness of information
Are you receiving interaction?
Give it away
Interact with businesses in your community and
let them know who you are and what you do!
Goodwill. No, I’m not talking about the store.
Write a weekend post about some charity
groups you have been helping. If you tend not
to help charities you probably should hide in a
corner. Champion the NFP’s you are
representing! This will add some indepth
personality to your profile without getting
completely cheesy.
Kyle Lacy, Indianapolis - @kyleplacy
Author, Twitter Marketing for Dummies
Next time??
Bebo
Streetmavens
Statusnet
Brightkite
Shoutem
Tubemogul
foursquare.com
Radar
Tumblr
gowalla.com
Ping.fm
Yammer
Hi5
Posterous
Yelp
Jaiku
present.ly
Youare